The Swedish Football Association believes that other football venues will soon follow the lead taken by Stockholm’s revamped Råsunda arena.
“There is a clear trend. We’re going to see this at more and more stadiums,” said chairman Sune Hellströmer.
Unlike in the world of ice hockey, most football stadiums in Sweden are still called after the geographical areas in which they are located.
But the decision to rename Råsunda was not a difficult one for the association to take.
“There has been strong agreement about this,” said Hellströmer.
Swedbank has already lent its name to the main ice hockey rink in Örnsköldsvik, as well as the new football stadium in Malmö. The company is also in negotiations regarding the new football arena in Västerås.
But Carl Eric Stålberg, chairman of the board of Swedbank’s board does not envisage many more stadium sponsorship deals.
“We’ll make decisions on a case by case basis. But obviously we can’t name every stadium in Sweden. That would be slightly absurd,” he said.